Should RadioShack change its name to The Shack?

We’ve been told repeatedly that radio is dead. Yet RadioShack, that fabled tech retailer, is still alive and kicking even though it sells laptops, wireless phones and a lot of things that wouldn’t be construed as a radio.

We’ve been told repeatedly that radio is dead. Yet RadioShack, that fabled tech retailer, is still alive and kicking even though it sells laptops, wireless phones and a lot of things that wouldn’t be construed as a radio.

Engadget reports that RadioShack may become The Shack. Whether it turns out to be true remains to be seen, but rebranding efforts can work every once in a while. But “The Shack”? Update: RadioShack has made it official---it's really The Shack. The company says:

This creative is not about changing our name. Rather, we're contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack's authority in innovative products, leading brands and knowledgeable, helpful associates.